Supporting responsible, transparent AI-generated content

At TikTok, we recognize how AI-generated content (AIGC) can help our creators reach new creative frontiers. As they do so, our priority is to keep harmful AIGC off TikTok, empower transparent and responsible content creation, and partner with peers and experts to address the shared challenges that generative AI can pose.

Protecting our community by enforcing firm policies

Content that violates our Community Guidelines is never allowed on TikTok, regardless of whether it was created or altered with AI—including misinformation, impersonation, nudity, sexual abuse, and child sexual abuse material (CSAM). Through our dedicated Edited Media and AI-Generated Content policy, we apply additional rules for AIGC that enable creativity while protecting viewers from being misled.

We require creators to label AIGC that shows realistic-appearing scenes or people, and were the first content sharing platform to build a tool that helps them do this easily. We also prohibit AIGC that could mislead viewers about the truth of real world events, including content that was misleadingly edited or taken out of context, shows fake authoritative sources or crisis events, or falsely shows public figures who are being bullied, or impersonated, including making an endorsement, or being endorsed.

In line with our commitment to protecting peoples’ privacy, we do not allow content that contains the likeness of people under the age of 18, or the likeness of adult private figures used without their permission.

Evolving detection to keep pace with AI

To enforce our policies, we continually evolve our detection methods to keep pace with AI’s own evolution. We detect AI-generated content through a combination of proactive technologies, alerts from experts and fact-checking partners, searches for clips or keywords related to known AI-generated content, and user reports.

When we’ve identified misleading video or audio content that is spreading elsewhere online and violates our policies, we endeavor to automatically catch and take action on similar versions of that content to prevent it spreading on TikTok.

Labeling content to provide transparency for viewers and other platforms

In addition to providing a tool for our creators to easily label their own AIGC uploaded to TikTok, we automatically label AIGC made with TikTok AI effects. We also label AIGC from certain other platforms by using Content Credentials, a technical standard developed by the Coalition for Content Provenance and Authenticity (C2PA). Content Credentials attach metadata to content, which enables our systems to instantly recognize and label AIGC.

In addition to reading Content Credentials, we’re also working to attach them to TikTok content, which will remain on content when downloaded or even shared on other platforms. This means that anyone will be able to use C2PA’s Verify tool to help identify AIGC that was made or edited on TikTok and even learn when, where and how the content was made or edited.

Joining partnerships to address shared challenges

We recognize that promoting the responsible creation and distribution of AI-generated content is a societal challenge that no platform alone can solve. That’s why we continue to partner with peers, experts and our community to advance AI transparency efforts and combat misleading AI at scale.

In addition to implementing C2PA Content Credentials, we support the coalition’s working groups as a C2PA General Member, and joined the Content Authenticity Initiative (CAI) to drive wider adoption of the technical standard. We were also launch supporters of the Partnership on AI’s Framework for Responsible Practices for Synthetic Media, and co-published a case study on how we applied the Framework to our own AIGC policies. At the Munich Security Conference in 2024, we joined forces with some of the world’s largest tech companies on a new pledge to combat the deceptive use of AI during elections.

Around the world, we are launching media literacy campaigns with guidance from expert organizations like Mediawise and WITNESS that teach our community how to spot and label AI-generated content. We continue to consult with our Advisory Councils as well as academics, civil society and other industry experts as we evolve and iterate on our approach to empowering responsible AIGC creation and sharing.

Continuing to evolve our approach

TikTok is committed to advancing responsible and transparent AI-generated content practices through robust rules, new technologies, and media literacy initiatives with experts. As the technology evolves, we will continue to evolve our efforts.